Hermoso is a marketing MCP server: 301 tools over one OAuth’d endpoint that let an agent research the ads already running in a market, generate finished image and video ads, publish them, and build the paid campaigns behind them. OpenClaw reaches all of it through one connection. This page is about one slice of that — what OpenClaw can actually do on Instagram, and what Instagram will not let it do.
Connect Hermoso to OpenClaw
- Create an API key. In Hermoso, open Settings → Agents & API keys and press ＋ Create API key. It looks like
hmk_…and carries real spend authority, so treat it like a password. - Add an MCP server pointing at the hosted endpoint with your key:
{ "url": "https://app.hermoso.ai/mcp", "headers": { "Authorization": "Bearer <your key>" } } - Ask your agent for something. “Pull my three closest competitors’ longest-running ads and remix the best hook into a 9:16 video,” or “post this render to the channel.” The agent picks the tools; you approve the spend.
Hermoso has no special relationship with OpenClaw and does not claim one — this is the generic block, and it is published because the endpoint is a plain streamable-HTTP MCP server that any conforming client can speak.
Then connect Instagram itself, once, under Settings → Connectors in Hermoso. That is an OAuth consent screen, so it is the one step that needs a browser — everything after it is a tool call.
The Instagram tools OpenClaw gets
post_to_meta— publishes to Instagram withtarget: "instagram". Instagram is a visual channel and the API agrees — a post needs an image or a video.schedule_post— queues it on the shared calendar, with a per-channel caption if the copy should differ from your Facebook or LinkedIn version.list_meta_comments / reply_to_meta_comment / moderate_meta_comment— read, reply and moderate under a post.meta_page_insights / meta_post_insights— reach, impressions, saves and engagement, per account and per post.search_instagram— keyword search across public Instagram Reels — research, not publishing.
Two Instagram facts worth knowing before you automate anything. There is no native Instagram scheduling in Meta’s API, so a schedule is Hermoso’s queue rather than Instagram’s, and passing Facebook’s scheduleAt for Instagram is refused rather than silently posted now. And an Instagram post cannot be edited or deleted through the API at all — whatever goes out, stays, and has to be removed by hand in the app.
Instagram limits worth knowing before you automate anything
| Text | An Instagram caption is capped at 2,200 characters. It is enforced when the post is created or queued — refused while you are still there to fix it, rather than silently cut on the way out. |
|---|---|
| Visibility | Public only. Meta’s Content Publishing API publishes, full stop — “Instagram publishes immediately when it publishes at all — it has no unlisted, private or draft post.” If you want a review step on Instagram, it has to happen before the call, not after. |
| Carousel | 2 to 10 slides, and images and video may be mixed. That upper bound is Meta’s own, quoted in the capability table it enforces: “Carousels are limited to 10 images, videos, or a mix of the two.” The floor of 2 is ours, because one slide is not a carousel on any platform — a single-slide ask publishes as an ordinary post rather than being refused. |
| Which account | pageId — Instagram publishes through the connected Facebook Page, so the same identity field selects it. |
Try it in OpenClaw
Ask for it in ordinary language — these are sentences, not a DSL:
“Research what is working in the category this week, build one 9:16 video and one 5-slide carousel, and hold both for approval before publishing.”
That walks search_instagram → plan_ad → render_ad → post_to_meta (target: "instagram"). How much a run asks you is OpenClaw’s setting, not ours. What Hermoso enforces regardless is the spend fence: every campaign object is created paused, and the only switches that arm real money refuse to run without an explicit confirmation flag.
OpenClaw on Instagram: the part that bites
Instagram posts cannot be edited or deleted through the API. For an autonomous agent that is the whole design constraint: generate freely, publish on approval. Everything upstream — research, planning, rendering, captioning — is safe to run unattended, and none of it is public until the publish tool is called.
On a long autonomous loop the hermoso CLI is the token-cheap path — the agent shells out per command instead of carrying a 301-tool manifest through every turn.
Research Instagram before you post
search_meta_ads covers Instagram placements as well as Facebook — it is one library. For organic, search_instagram searches public Reels by keyword, which is the surface where the format actually moves; profile and hashtag pulls go through scrapecreators_fetch.
The paid half
Instagram placements are bought through the same Meta campaign tree as Facebook: create_meta_campaign → create_meta_adset → create_meta_ad, with placements selectable per platform and position. Objects are created paused with no caller override, preview_meta_ad shows the real rendered ad per placement before you spend, and meta_insights breaks results down by age, gender, placement and country — which is the input to the next creative, not just a total.
What OpenClaw cannot do on its own
An agent with a budget is only useful if the blast radius is bounded, so the fence is in the server rather than in a prompt. Every ad campaign, ad set, ad group and ad is created paused, and the status switches that arm real money refuse to run without an explicit confirmation flag. Every render is quoted first — hermoso_capabilities publishes each model’s exact credit cost before anything spends — and credits are reserved before the first provider call and settled at the exact cost afterwards, so a failed dispatch refunds rather than leaving you billed for nothing. Deletes are confirm-gated too, and every campaign tree is read back from the ad platform before your agent tells you what it built.
One step is deliberately not headless: linking an account is an OAuth consent screen, so you connect the channel once in a browser. Everything after that is a tool call.
The rest of the matrix
From OpenClaw, post to: Facebook · Threads · TikTok · YouTube · X · LinkedIn · Pinterest — or see everything OpenClaw can publish to.
Post to Instagram from: Claude · ChatGPT · Claude Code · Cursor · Codex · Cline · Hermes
Frequently asked questions
Can OpenClaw post to Instagram?
Yes, through Hermoso's MCP server. Create an API key in Hermoso under Settings → Agents & API keys, then add https://app.hermoso.ai/mcp to OpenClaw with an Authorization: Bearer header. OpenClaw then has 301 tools, including the ones that publish to Instagram — and the ones that research the ads already running in your market and render the creative in the first place.
How do I connect Instagram to OpenClaw?
Two steps, once each. Create an API key in Hermoso under Settings → Agents & API keys, then add https://app.hermoso.ai/mcp to OpenClaw with an Authorization: Bearer header. Then connect Instagram inside Hermoso under Settings → Connectors, which is an OAuth consent screen in a browser. After that OpenClaw publishes to Instagram as an ordinary tool call.
Does OpenClaw need my Instagram password?
No. You connect Instagram to Hermoso once through an OAuth consent screen in a browser, and OpenClaw then reaches it as a tool call. Linking an account is the one step that is not headless; nothing after it needs a password, and no credential is ever handed to the model.
Can OpenClaw schedule a Instagram post for later?
Yes. schedule_post queues it on one calendar shared with every other channel, with a per-channel caption if the copy should differ, and list_scheduled and cancel_scheduled read and pull it back. Instagram is one of the eight channels that queue.
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